Social Media and Crisis Communications (Revisited)
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This document discusses how social media has changed crisis communications. It notes that while crisis principles remain the same, everything has changed due to the speed at which news spreads on social media. It provides strategies for responding to crises on social media, such as responding quickly, being transparent, acknowledging mistakes, and emphasizing existing relationships. It also examines case studies of companies that responded well or poorly to crises on social media.
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Social Media and Crisis Communications (Revisited)
- 1. Social Media and Crisis Communications (Revisited) Shel Holtz, ABC April 27, 2009
- 2. Baseline: What is a PR crisis? An unanticipated event or disclosure that threatens your organization’s/client’s reputation
- 3. The conundrum Nothing’s changed Crisis principles remain unaffected Everything’s changed Solution: Apply crisis basics to Web 2.0 crises
- 4. Crisis basics The public is risk-averse The public attaches little credibility to business advocates Media’s role is based on conflict Advocacy groups will exploit your crisis to their own ends Emotion, not logic, is at issue If you engage in debate, you’ll be seen as defensive Crises are characterized by symbols
- 5. Exxon Valdez
- 6. Enron
- 8. Key crisis goals Survive the crisis Present/maintain positive image Maintain constituent support Monitor / listen (a given) Address misperceptions and misinformation Eliminate or alter the symbols
- 11. Strategies Respond quickly, accurately, professionally, with care Be transparent and accessible Treat perceptions as fact Acknowledge mistakes Tailor messages to address the “angry” party Note other side’s concerns Make no public confrontations Emphasize existing relationships
- 12. The reality of crises today Erupt with unprecedented speed An insatiable thirst for news Anyone can break news Porous boundaries between social & mainstream media
- 13. How fast does news break?
- 15. What is news? Not just major announcements or milestones Instead: Frequent, regular updates We’re in meetings discussing it New information is emerging These updates will drive the 140-character news cycle Without them, other content will
- 16. Original Blog Post or TweetOriginal Blog Post or Tweet ReTweetReTweet Blog PostBlog PostVideoVideo DeliciousDelicious DiggDiggBlog PostBlog Post ReTweetReTweet ReTweetReTweet Blog PostBlog Post VideoVideo DeliciousDelicious DiggDigg Blog PostBlog Post ReTweetReTweet ReTweetReTweet Blog PostBlog Post VideoVideo DeliciousDelicious DiggDigg Blog PostBlog Post ReTweetReTweet ReTweetReTweet Blog PostBlog Post VideoVideo DeliciousDelicious DiggDigg Blog PostBlog Post ReTweetReTweet ReTweetReTweet VideoVideo DeliciousDelicious DiggDigg Blog PostBlog Post ReTweetReTweet ReTweetReTweet Blog PostBlog Post VideoVideo DeliciousDelicious DiggDigg Blog PostBlog Post ReTweetReTweetBlog PostBlog Post Mainstream MediaMainstream Media
- 17. Three case studies MotrinMoms AmazonFAIL Domino’s Pizza
- 19. MotrinMoms
- 21. Motrin parody video http://www.youtube.com/watch?v=TpqpAGLS2t4
- 24. AmazonFAIL Began with a single blog post
- 25. Why Amazon failed No apology Insisted it was just a “glitch” Never acknowledged aggrieved parties
- 26. Domino’s
- 27. Domino’s preliminary response AdAge: Don’t add fuel to the fire Ragan.com: It hasn’t spread to mainstream media
- 29. Is the Dominos symbol changing?
- 30. Why use social media in a crisis? It’s where people increasingly go for information Online social interaction centers around the "emergency period" of an event – University of Colorado at Boulder Instant updating Human voice Accommodates public’s emotional response Produce a record Two-way communication is more credible
- 31. Richard Edelman and the Trust Barometer on “FIR Live:” http://tinyurl.com/asq52d
- 32. Why a blog is a prerequisite Media follows them Your critical publics read them
- 36. Engage!
- 38. 38
- 41. 138 total tweets138 total tweets to 32,000-plusto 32,000-plus
- 43. Release assets into the wild Core facts Photos on Flickr Videos on YouTube Documents on Scribd Presentations on SlideShare
- 47. Leverage your existing relationships
- 49. How about right now?
- 54. Don’t: Filter the Negative The 100% illusion of our publics are happy with us of the time
- 57. Key things I didn’t have time for… Use your employees Drill! The key: Stick to your values
- 58. Copyright applies to this document – some rights reserved. This work is licensed under a Creative Commons Attribution-non commercial-share alike 3.0 license http://creativecommons.org/licenses/by-nc-sa/3.0 Questions? Shel Holtz, ABC Phone: 415.367.3820 Email: shel@holtz.com Web: www.holtz.com Blog: blog.holtz.com Podcast: www.forimmediaterelease.biz Skype: shelholtz Twitter: www.twitter.com/shel 2nd Life: Shel Witte Friendfeed: shelholtz